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Zimbabwe Targets Growing Japanese Tourist Arrivals



Staff Writer



Zimbabwe is targeting to increase tourist arrivals from the Japanese market through its re-engagement efforts and participation at the ongoing Tourism Expo Japan.


The Expo organised jointly by the Japan Travel and Tourism Association, Japan Association of Travel Agents (JATA) and Japan National Tourism Organization (JNTO), kicked off yesterday, will run until the 25th of September 2022.



The tourism Expo is a prestigious travel trade event attended by key tourism players from numerous markets across the world.



Zimbabwe Tourism Authority Chief Executive Winnie Muchanyuka, said the key objective of their participation is to increase tourist traffic from Japan into Zimbabwe.



“There is need to intensify our marketing efforts through active participation at fairs such as these as they generate travel interest for our destination, thereby regaining the market share that was lost during the Covid-19 period,” Ms Muchanyuka said.



Tourism Expo Japan is one of the leading travels shows on the Asian calendar that offers both B2B and B2C networking opportunities targeting Asia’s leading travel trade and consumer outbound travel operators.




The fair was last held in 2019 and it attracted 1 500 companies from over 100 countries and a total of 250 000 visitors.



In 2018, Zimbabwe received a total of 34 214 Japanese tourists, signalling a great potential that the Asian market has.



At this year’s event, 12 countries from SADC, including Zimbabwe, South Africa, Malawi, Botswana, Zambia, Lesotho, Swaziland, Namibia, Mozambique, Mauritius, Angola and Tanzania are showcasing at the Expo.




ZTA said this year’s theme, ‘Taking on the New Era’’; offers Zimbabwe an opportune moment to reactivate tourism and create demand for Zimbabwe as a tourist destination.

Robert Tapfumaneyi